The maker of Maximuscle has signed a new research partnership with UK Sport to develop NPD for British athletes in the run-up to the Olympics.

Maxinutrition's partnership with UK Sport a government agency responsible for the UK's high performance sports and athletes would help take sports nutrition to a new level and "normalise" the category, claimed the company. Products developed and tested with the athletes would then potentially be launched into retail, said Naomi Grant, technical and performance director at Maxinutrition.

"Sports nutrition isn't completely understood by people," she said. "We're taking it to another level by showing people sports nutrition isn't just for bodybuilders, but also for all sorts of people, such as those who do triathlons at weekends."